Greenwashing: A Trend Analysis of "Green" Products and Retail Practices

The purpose of the research is to explore the role of retailer point-of-purchase advertising functions on the purchase of "green" products. The research agenda will explore various categories of consumer goods sold in the South Carolina Upstate region to review promotional strategies and identify any occurrence of greenwashing. The impact of products using labels with or without verifiable evidence of "greenness" will be assessed. Implications for consumers,manufacturers, and suppliers involved in such labeling practices and consumer demand of goods will be discussed. The proposed study will advance knowledge in a variety of fields, including marketing, economics, psychology, and sustainability science, fostering subsequent future research in those complementary areas.

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